Seasonal Storytelling Elevated
Dermalogica Summer Campaign:
As the Creative Director, I led a global campaign to revitalize Dermalogica's Dynamic Skin Recovery SPF50, achieving a 30% sales increase. Aligned with the 2024 Summer Olympics' themes of strength and movement, the campaign embodied 'dynamic skin'—healthy, protected, and vibrant.
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Vision
"Dynamic Skin Performs" became the central theme, inspired by the versatility of SPF and the vitality of summer. The creative approach emphasized movement and strength while addressing consumer concerns about SPF products, such as texture and ease of use.
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Partnerships
Collaborated with Olympic athletes like Dalilah Muhammad and beach volleyball champions Kristen Nuss and Taryn Kloth to bring authenticity and energy to the campaign. Talent participated in both professionally produced content and UGC, extending the reach and relatability of the campaign.
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Execution
Developed cohesive visuals, messaging, and activations across digital, retail, and experiential platforms to create a unified brand experience.
Dynamic Skin Performs
The hero video, designed for Connected TV (CTV), captured the essence of “Dynamic Skin Performs.” It showcased athletes and influencers weaving through dynamic environments, emphasizing the product's multi-benefit performance with VFX elements inspired by the packaging. The soundtrack combined ASMR and rhythmic beats to evoke summer energy while underscoring the product’s benefits.
Key Visuals
Paid Social
Athlete Partnerships
Collaborated with Olympic athletes to bring authenticity and energy to the campaign. These partnerships fueled both professionally produced, brand-led content and organic UGC that expanded reach and engagement.
Emails
Visual Merchandising
Community and PR
Hosted activations like the Venice Run Club and AVP Manhattan Beach events, where athletes and influencers engaged with audiences, distributed samples, and reinforced brand storytelling.
The Team Behind the Vision
Dermalogica team leads: Diane Hun, Taylor Bennett, Jade Yuan, Charlotte Frost
Campaign Video Director: Nina McNeely
Video Production Agency: Underwonder Content
Talent Photographer: John Michael Fulton
Product Photographer: Patrick Yandoc